Shiro Matcha Is Returning to SYDNEY JAPAN EXPO in 2027

Shiro Matcha: More Than a Cup of Matcha

Hi, this is Olivia from Shiro Matcha.

I wanted to share a piece of news that made our whole team feel incredibly grateful.

When Shiro Matcha joined JAPAN EXPO Sydney in 2025, we hoped to introduce more people to Japanese matcha and create a space where they could slow down, take a sip and enjoy a small moment with us. Throughout the day, we served matcha, answered questions and met so many people who shared our love of Japanese food and culture.

After the event, we learned that the Shiro Matcha booth had placed third in the visitor satisfaction results.

Honestly, we were surprised. More than anything, we felt proud, touched and deeply thankful. Events can be busy, and from behind the booth it is sometimes difficult to know how people truly felt about their experience. Finding out that our booth had left such a positive impression reassured us that the care we put into every cup had reached the people standing on the other side of the counter.

The recognition was not simply a ranking to us. It represented every person who stopped by, tasted our matcha, asked us a question or shared a few words with our team. To everyone who visited our booth: thank you. You made that day memorable for us.

And now, we are very happy to share that Shiro Matcha will return to JAPAN EXPO Sydney on 6 February 2027.

More Than a Cup of Matcha

At Shiro, we do not want matcha to feel like something that must be admired from a distance or saved only for a special occasion. We want it to become part of everyday life: the cup you prepare before beginning your day, the drink you share with a friend, or a few quiet minutes you keep for yourself.

The name Shiro means “white” in Japanese. For us, it represents a blank space—a moment to pause, clear the noise and come back to yourself. That idea shapes how we share Japanese tea, whether we are serving someone at one of our stores, supplying a café or meeting visitors at an event such as JAPAN EXPO.

At our 2025 booth, we were able to bring that experience directly to Sydney. Rather than only talking about Japanese matcha, we could prepare it, serve it and watch people experience it in their own way. Some visitors were already devoted matcha drinkers. Others were tasting it for the first time.

Seeing those first reactions was one of my favourite parts of the day. Each smile and conversation reminded our team that one cup can create a simple point of connection between people, places and cultures.

Sharing Japanese Tea in Australia

Shiro Matcha was created to make authentic Japanese tea feel approachable in Australia without losing sight of the care behind it.

Our range includes matcha for different tastes and ways of preparing it, alongside hojicha, genmaicha and Japanese black tea. Our teas are produced in Japan at certified facilities, with attention given to freshness, colour, aroma and quality throughout the process.

However, quality is only one part of the story. What matters just as much is what happens after the tea reaches you: how you prepare it, who you share it with and the small ritual it becomes within your day.

Receiving third place in visitor satisfaction at JAPAN EXPO 2025 gave us confidence that this approach resonated with visitors. It also reminded us why meeting people face to face matters so much. Online, we can share photographs and stories. At an event, we can hand you a cup, hear what you think and share the experience together.

See You at JAPAN EXPO Sydney 2027

JAPAN EXPO Sydney will return to Sydney Town Hall on Saturday, 6 February 2027, from 10am to 4pm. The one-day event will bring together Japanese products, food, tourism and culture through exhibitor booths, performances, workshops and installations.

Our team is genuinely excited to be part of it again. Returning feels especially meaningful because of the support we received last time, and we hope the next event gives us the chance to reconnect with familiar faces while welcoming many new ones.

We are still preparing the details of what we will bring to our 2027 booth, and we will share more as the event approaches. For now, please save the date. If you joined us in 2025, I would love to see you again. If this will be your first JAPAN EXPO, our team looks forward to meeting you and preparing a cup for you.

Until then, you can explore Shiro Matcha online and learn more about JAPAN EXPO Sydney 2027.

Stay up to date with Shiro Matcha on Shiro Matcha Instagram, or discover our Wholesale Options for cafés, restaurants and businesses.

Thank you again for being part of our story and for giving us a reason to return feeling even more inspired than before.

See you in Sydney—with matcha in hand and another moment to share.

Olivia
Shiro Matcha